This article describes research by The Futures Company which segmented consumers by the cultural openness and attachment and explored the implications of this for brand choices. View Summary

This article describes research by The Futures Company which segmented consumers by the cultural openness and attachment and explored the implications of this for brand choices.

A global survey was used to provide data on consumers' values, attitudes, lifestyles and needs in 21 countries.

The survey data was then combined with information from 'cultural commentators' - people who understand their local culture.

The research found a tension between wishing to engage with other cultures, and wanting to preserve culture.

It was also found that consumers in emerging markets prefer local brands.

2

From eBay with love: How research helped put the sparkle on eBay’s Christmas planning

Includes video content

Recommended by Warc editors

Trends

Best Practice

Suzanne Lugthart and Ruth Noble, MRS Awards, Winner, December 2013

This article explains research by eBay, the online retailer, which sought to learn from a Christmas campaign and understand consumer needs at Christmas in the UK and Germany. View Summary

This article explains research by eBay, the online retailer, which sought to learn from a Christmas campaign and understand consumer needs at Christmas in the UK and Germany.

The company had found that its Christmas trading peak ended earlier in December than its competitors, and that this was due to fears about item delivery times and suitability.

A 'Sunday Spectacular' promotion was developed, with deals on a limited amount of stock.

The research described here established that toys were eBay's biggest growth opportunity, men did not shop as had been previously thought, and 50% discounts are effective in converting sales.

The findings have led to eBay's 2013 Christmas marketing campaign being more rationally based, with an extension of 'Sunday Spectaculars'.

3

Rheingold Beer - "Don't Sleep"

Includes video content

Recommended by Warc editors

Trends

Best Practice

Effie Worldwide, Effie Awards, 2005

In a highly competitive market, where beer sales were falling due to the introduction of laws banning smoking and dancing in bars, New York beer brand, Rheingold, targeted ultra hip consumers with unconventional art shows, sponsored music and late-night happy hours. View Summary

In a highly competitive market, where beer sales were falling due to the introduction of laws banning smoking and dancing in bars, New York beer brand, Rheingold, targeted ultra hip consumers with unconventional art shows, sponsored music and late-night happy hours. On a budget of just $300,000, (approximately £150,000 at 2008 rates) the brand increased distribution by 45% and sales by 104%.